The success of Domino’s strategy: “Buy 1, Get 1 Free” (BOGO)

Amit Joshi; Rajeshwari Mohan Lakhwani; Dhaya Rajamohanan

doi:10.54517/bmtp3164

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The success of Domino’s strategy: “Buy 1, Get 1 Free” (BOGO)

Amit Joshi, Rajeshwari Mohan Lakhwani, Dhaya Rajamohanan

Article ID: 3164
Vol 2, Issue 2, 2025

DOI: https://doi.org/10.54517/bmtp3164

Received: 14 December 2024; Accepted: 13 May 2025; Available online: 30 May 2025; Issue release: 30 June 2025

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Abstract

The “Buy 1, Get 1 Free” (BOGO) promotion is a global cornerstone of Domino’s Pizza’s marketing efforts. This research paper explores the success of Domino’s BOGO strategy by examining its impact on consumer behavior, market positioning, and sales growth. The paper analyzes how BOGO promotions have contributed to Domino’s competitive advantage by drawing on secondary data, industry reports, and relevant literature. Moreover, it evaluates the effectiveness of these promotions in customer loyalty and driving repeat purchases. While the strategy comes with risks, such as reduced profit margins, BOGO continues to be a powerful tool in Domino’s marketing strategy.

Keywords

Dominos; strategy; sales promotion; marketing; customer

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